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For decades, many successful businesses – especially in law, accounting, trades, and professional services – have relied on word-of-mouth, long-term relationships, and reputation built over generations. But that model is shifting fast.
As seasoned partners retire and younger generations take charge, one thing is clear: the handshake has been replaced by the search bar. And if your business isn’t visible, active, and relevant online, you’re invisible.
At Digital Influence, we’re seeing this change firsthand in our strategy sessions with business owners every week. Here’s what’s happening and exactly what to do about it.
What’s Changing in Generational Businesses?
Many established businesses have run on referrals, family relationships, and community trust. While that’s still valuable, it’s no longer enough.
We’ve seen this in firms where partners are retiring and taking those long-standing relationships with them. The younger generations they’ve served – sons, daughters, grandchildren – aren’t walking in the door. They’re searching online first.
That means if your online presence is outdated, inconsistent, or just not there… new clients are choosing your competitors.
5 Practical Steps to Modernise Your Marketing
1. Create a Strong Google Business Profile
Your Google Business listing is your new digital shopfront. Ensure it’s fully set up with:
- Up-to-date hours and contact info
- Professional images of your team or office
- Service categories that reflect what you actually offer
- Regular posts and updates (Google rewards activity)
Pro tip: Ask happy clients to leave reviews regularly. They act as digital word-of-mouth.
2. Modernise Your Website – It’s Your Online First Impression
If your site looks like it was built in 2009, that’s the impression you’re leaving. Your website should be:
- Mobile-optimised (most visitors will be on their phones)
- Clear on your services, with easy navigation
- Designed to build trust (testimonials, team bios, awards, etc.)
- Connected to your analytics and conversion tracking
Pro tip: Add FAQs to answer common questions and boost your chances of showing up in AI-powered search summaries.
3. Show Up Where Your Next Clients Are – Social Media
You don’t need to be an influencer, but you do need a presence. Start with the platforms your clients are actually on – usually LinkedIn and Facebook for B2B, Instagram and TikTok for consumer-facing brands.
Post content that’s helpful, not salesy:
- Industry tips
- Staff intros
- Behind-the-scenes videos
- Answering common client questions
Pro tip: Short, casual videos from your team can build trust fast. People want to work with people, not faceless logos.
4. Think Like a Search Engine (SEO & AI)
When people search “accountant near me” or “how do I apply for a building permit?”, you want to be the answer.
Optimise your content to reflect how people actually speak. Instead of stuffing keywords like “tax returns Christchurch”, answer real questions:
- “What does a first meeting with an accountant involve?”
- “Is tax advice for contractors different in NZ?”
Pro tip: Tools like ChatGPT, AnswerThePublic and Reddit can reveal exactly what questions your potential clients are asking – then you answer them.
5. Build a Content Strategy, Not Just Random Posts
At Digital Influence, we never throw out content just to tick a box. We ask:
- What are the key points of difference in this business?
- What questions do their customers always ask?
- What are the industry misconceptions or pain points we can address?
- How do we build know, like and trust at every touchpoint?
Your content should always move people one step closer to conversion.
Pro tip: Create one long-form piece of content per month (a video, blog, or client interview), then repurpose it into 10 smaller posts.
Final Thought: Earning Trust Looks Different Now
Younger generations aren’t relying on “who Dad used” anymore. They want proof, clarity, and connection before they pick up the phone.
A modern, strategic digital presence allows you to build that connection 24/7, while still delivering the same quality, care, and credibility your business is built on.
Want to future-proof your business and attract the next generation of loyal clients? Let’s map out a strategy that reflects who you are and where your audience is. Get in touch with our team to get started.
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